Samenvatting

This research investigates how fashion brands can authentically engage Generation Z through co-creation practices that enable meaningful product customization. Survey results revealed that while 78% of respondents expressed strong interest in customization, only 24.4% had followed through with a purchase, highlighting a significant behavioral gap driven by complexity, limited creative freedom, and a lack of emotional connection in current brand offerings (Survey 2025).
While customization is widely offered, many existing attempts fail to align with what Generation Z values most. Grounded in a comprehensive literature review on customization, consumer co-creation, and Generation Z’s values, this study conducts a comparative analysis of leading brand initiatives (e.g., Nike By You, Crocs Jibbitz) to identify both best practices and persistent limitations. Methodologically, it adopts a mixed-methods approach, combining an online survey, expert interviews with industry practitioners (including Crocs’ Art Director and the founder of MiDNIGHT), street interviews, and on-site observations. The findings reveal a consistent disconnect between the potential of customization and the experiences currently offered.
This research offers actionable recommendations to bridge that gap, emphasizing intuitive design, emotional relevance, and community-driven experiences. To support implementation, the study proposes a practical outcome: a digital toolkit designed to help fashion brands deliver inclusive and emotionally resonant co-creation experiences.